MORAL COMPASS SELLING BOOK CHAPTERS

Fifteen years ago, on a highway outside Baltimore, Maryland, my life changed in an instant. A violent collision sent my van careening toward concrete Jersey barriers on a bridge fifty feet above the ground. In those terrifying seconds, as metal twisted, airbags exploded, and smoke filled the air, I fought desperately to regain control of the spinning vehicle.

When everything finally came to rest, I emerged from the wreckage through a haze of smoke and dust, overwhelmed with gratitude simply to be breathing. As I looked up at the sky, thanking God for sparing my life, I experienced something extraordinary - a divine whisper that seemed to resonate through my entire being: "Finish."

For years, my manuscript for Moral Compass Selling had gathered dust, abandoned like so many other aspects of my drifting life. But in that moment of divine intervention, I understood the message clearly: complete this work and begin living with renewed purpose, using the gifts God has given me to serve others boldly.

Throughout this journey as a first-time author, God's guiding hand has been unmistakable. His grace serves as a constant reminder that life itself is an unexpected gift. What could have been a tragic ending instead became a profound beginning - a moment of renewed purpose, deeper gratitude, and unwavering faith.

To my precious family, you have blessed me with the most incredible life imaginable as your husband, father, son, and brother. Mom and Dad, your love and example continue to amaze me. To my children - Brent, Courtney, and Christopher - I am immensely proud of the remarkable individuals you have become. My deepest hope is that you will always love one another fiercely, seek opportunities to give generously, dream without limits, and keep God at the center of everything you do.

I am profoundly grateful to my spiritual mentors and cherished friends. Todd, while you see me as a source of faith and strength, the truth is that you have been my rock of spiritual support through countless seasons. Peter, you reintroduced me to a deeper, more meaningful Christian faith, guiding me on a transformative journey of spiritual rediscovery that continues to shape who I am today.

To my loyal friends Ed, Phil, Eric, and Rick - your friendship has been among life's greatest blessings, and I treasure each of you.

To my dedicated employees, trusted vendors, and reliable contractors: thank you for your unwavering support and partnership. Each of you has served not only as a colleague but as a teacher, and I eagerly anticipate our continued journey together.

Throughout my professional career, I have been blessed with numerous mentors who generously shared their wisdom and demonstrated true integrity. Your influence has shaped not only my career but my character, and I am deeply grateful.

The most profound gratitude belongs to my wife and best friend, Susan Wilkinson Tomchik. When we met, I was a struggling twenty-two-year-old college student - failing academically, athletically, socially, and financially. Trapped in a cycle of meaningless relationships and lacking any real direction, I remember falling to my knees in desperate prayer, asking God to send me an angel who was pure and faithful. Someone who could guide me toward morality, spiritual awakening, and the kind of unconditional love I had never known.

God answered that prayer with a miracle: He sent me Susan.

You have been my moral compass, my guiding light, and my greatest blessing. Through your love, I discovered not only who I was meant to be, but who God created me to become.

I love you with all my heart.

With humble gratitude and boundless thankfulness,

Mark Tomchik

INTRODUCTION

The fluorescent lights in my office seemed harsh that morning, a stark contrast to the champagne toasts just seventy-two hours earlier. “We can’t make payroll,” our president announced, standing in my doorway. “You need to call our new customer and request a $100,000 cash advance.” 

The words hit like a physical blow. Just days before, as the newly recruited vice president of sales for our medical device start-up, I had secured a standing order worth hundreds of thousands of dollars – at full list price. During the return trip, the president and I had been giddy with success, knowing this deal could attract investors and fund our operations. Now, I faced the daunting and uncomfortable task of requesting an advance from a customer who barely knew us. 

This moment became a turning point in my understanding of sales and faith – one that would reshape my entire approach to the profession. Through this experience and countless others over my career, I discovered that true success isn’t measured by closing deals and or chasing commissions. It’s measured by how well we serve others. 

Many sales professionals find themselves trapped in an endless cycle of quotas and targets, leading to loneliness and frustration despite their apparent success. They’ve mastered the art of closing but missed the joy of building genuine relationships. This is why I developed Moral Compass Selling – a framework that transcends traditional sales barriers to create lasting customer relationships built on trust, reciprocity, and service. 

Unlike conventional sales training that merely touches on customer service to close deals, Moral Compass Selling explores the deeper, faith-based principles that naturally lead us to serve others. Throughout my career in sales, marketing, and business development, I’ve encountered countless sales methodologies, but none addressed the profound impact faith can have on our professional relationships. 

Selling is a noble profession – one that still energizes me after decades in the field. But its true power lies not in the size of the commission check or the thrill of closing a deal. It lies in our ability to serve others, to make a meaningful impact, and to align our professional calling with our faith journey. 

In the following pages, I’ll share how this approach transformed not only my sales career but my entire life. You’ll discover how focusing on service rather than sales can replace professional darkness with renewed purpose, and how faith can guide your path to authentic success in business and beyond. 

You will also find out how the story ended with the requested advance from the new customer. 

All of us live a life worth documenting - what a blessing this journey has been.

God bless and good selling,

Mark

“Everyone lives by selling something.”

Robert Lewis Stevenson

“God loves a cheerful giver.”

2 Corinthians 9:7–8

Moral Compass Selling is fundamentally about executing a natural pivot from selling to serving. This transformation recognizes that selling permeates every profession and aspect of life, with our days constantly filled with moments of influence through actions or words. Teachers sell lesson plans to engage students, preachers sell sermons to inspire congregations, waiters sell their menus to satisfy diners, physicians sell health regimens to improve lives, and parents sell guidance to their children. Often, these sales interactions occur so naturally that we don't even recognize the process.

The concept of the "born salesperson" is a myth that deserves examination. While certain individuals develop competitive drive and communication skills that excel in sales environments, this doesn't mean they were predestined for sales any more than someone is inherently meant to be a plumber, athlete, firefighter, teacher, or soldier. Our career paths are shaped by a multitude of external factors and personal influences that guide us toward specific professions.

Serving, however, represents a natural reflex embedded in human nature. We instinctively rush to help others in distress without calculating personal benefit. C. S. Lewis, in his classic work Mere Christianity, described serving as "the law of human nature" and "the rule of decent behavior." He observed that service is "prompted by instinct," exemplified by our willingness to risk our own lives to save others, such as attempting to rescue someone drowning despite the personal danger involved.

The most compelling proof of our natural skill and instinct in serving emerges with the young couple expecting their first child. They feel nervous and unprepared to handle such monumental responsibility. Life up to this point has not included parental training or a comprehensive manual on how to become effective parents. At a minimum, the couple wants to be a positive influence on their child, yet they fret and worry about the birth, feeding, changing diapers, and countless other responsibilities. They wonder if their baby will have ten fingers and toes and be able to see and hear properly.

What happens next represents a natural miracle of life. Immediately upon birth, they plunge into serving the child with a natural giving of love and parental spirit. The new parents never knew that such unconditional love existed within them. This love required no effort and was spontaneous and automatic, feeling like they were born with it because they were. This profound transformation provides proof we are truly born by the grace of God to serve others.

Our lives overflow with opportunities to influence and impact others through service, including neighbors, friends, co-workers, and customers. The most effective sales professionals learn to serve customers unconditionally, moving beyond securing the lowest price or providing the quickest and most accurate response to questions. Instead, they focus on developing customer relationships with deep roots that transcend revenue or margin concerns. These strong relationships remain intact regardless of sales successes or failures.

A Moral Compass Selling relationship is one in which both the customer and sales professional appreciate the process of uncovering needs, identifying solutions, and most importantly, enjoying the interaction itself. The sales professional respects that customers have choices and options, while the customer respects that the sales professional is presenting solutions and alternatives at fair prices. Both parties enjoy meeting and negotiating regardless of whether an agreement is ultimately reached. The foundation for long-term reciprocity becomes established simply by serving versus selling.

How does the sales professional navigate the balance between selling and serving while securing customer reciprocity? The balance is remarkably simple, assuming we offer a dedicated giving focus to the customer throughout the entire process. While we must gather information, uncover pain points, overcome objections, and provide value streams, ultimately the business will be secured by offering solutions bundled with acts of service that naturally match the need, budget, and specifications.

Serving in the sales process means we can't solely care about the win, income, status, or employer satisfaction. It requires an authentic attitude from the heart, followed by consistent actions that demonstrate genuine care. Without this authenticity, the shallowness of pretending to serve and care will be on full display, and the opportunity to secure a long-term customer relationship is lost forever.

While many circumstances can disrupt or delay the sales process, if we don't unconditionally serve customers, the likelihood of sustaining meaningful relationships will be devastatingly low. Patience proves difficult in our business, and I recall many large opportunities I thought were permanently lost that eventually returned due to the rooted foundation established with the customer through consistent service.

The focus cannot be based on the single transaction or the "give and get" equal law of measures, as this approach is fundamentally selfish and hinders long-term success. Every order will not come our way simply because we give and serve. Success is not that predictable, easy, or strategic. We serve customers because we are born to give, and this represents our natural strength and reflex. By giving more consistently, we will ultimately receive more, if only in the form of a grateful heart and meaningful relationships.

Moral Compass Selling is a process and pivot that customers will notice and genuinely appreciate. They will recognize the significant difference between you, your peers, and competitors in the marketplace.

A few years out of college, I was working as a sales representative for a hospital products manufacturer. Our company led the market in barcode hardware and software systems that tracked patient charges for hospitals and nursing homes. The solutions were exclusively sold through medical distributors, creating a complex but profitable business model.

Foster Medical's Baltimore branch, one of our early technology adopters, was known for having the country's most talented medical distribution sales team. They had purchased our software to manage inventory for a major long-term care account. The system was crucial for printing patient charge labels and securing reimbursement at substantial profits. Their valued client could not operate without our software and tracking capabilities.

One summer Friday afternoon, after a torturous drive, I arrived at Ocean City, Maryland, with my wife and young son for a ten-day vacation. After unloading our beach gear and settling into our rental, I checked my voicemail one final time. To my dismay, there was an urgent message from Foster Medical's operations manager stating that their system had locked up completely, and no one could fix it, even with help from my corporate office.

Despite being three hours away and at the start of my much-needed vacation, Foster's management team insisted I come immediately if I wanted to maintain our business relationship. Though reluctant to leave my family, I felt compelled to serve the customer. I drove to Baltimore, quickly resolved the technical issue, helped them run the program successfully, and returned to the beach that same evening.

Years later, this single act of service proved pivotal in my career trajectory. While interviewing for a position at Thermoscan Inc., a startup launching a revolutionary ear thermometer, I learned my competition was related to a Foster Medical executive. The odds seemed stacked against me until Foster's sales manager recounted my beach sacrifice to Thermoscan's hiring manager, passionately recommending me for the role based on that demonstration of customer commitment.

I got the job, and in three years the business grew from hundreds of thousands to over $100 million in sales. This led to promotions, stock options, and a reputation for developing exceptional sales talent. After Gillette acquired Thermoscan, I followed my mentor to another startup, Sonicare toothbrush maker Optiva Corporation, where I built another world-class sales team. We grew from $600K to over $100M annually, becoming Inc. Magazine's #1 Fastest Growing Privately Held Company in America.

That single, rather simple, act of service at the beach transformed my entire career trajectory, leading to opportunities with Thermoscan, Sonicare, and eventually owning multiple businesses. The gift of serving proved miraculous in my life, and I'm convinced divine guidance played a significant role in this journey.

By serving, I was able to be recruited and learn from the best in the world on how to become an expert in sales, marketing, recruiting, and customer service. Many of the lessons on branding, merchandising, human resources, compensation, advertising, channel management, dealer relations, wholesale management, and more would never have been learned if I chose myself versus the customer and stayed on vacation. One act has meant so much throughout my career, and this is how God works in our lives.

Looking back on my career, my willingness to serve with a focus on faith built me into the man and business owner I am today. It is why I continue to serve every day, not to expect a similar result, but to impact others and leave a positive mark on every relationship.

The Moral Compass mindset is not about accumulating more income and material possessions, but rather about the natural act of serving others. It believes giving and acts of service are the most important steps in the business development process. Modifying one's behavior to reflect a heart for service will bring a lifetime of meaningful rewards.

Olympic swimmer Josh Davis once said, "The quality of your relationships ultimately affects the quality of your performance. Healthy relationships produce low stress and a happy heart, which produces peak performance. The opposite is also true: Bad relationships create high stress, which produces low performance."

The pivot from selling to serving strengthens relationships and elevates us to reach peak performance within our personal, professional, and faith life.

"Ask and you will be given; seek and you will find; knock and the door will be opened for you" (Matt. 7:7).

Pray for the Holy Spirit to help in seeing openings in life to serve others. This forms patterns and habits which become a part of our personal brand. You have absolutely nothing to lose and much to gain by serving consistently.

Many sales professionals tend to look down, not up or beside their creator in relationships. In biblical terms, it is "drinking from the dry well," and the thirst for worldly achievements will never be quenched. But living a life of serving, giving, and scripture will lead us to the spring of living water, and this one never runs dry.

The Bible contains more than 2,000 verses that discuss money, more than four times the number discussing prayer. This emphasis can lead to behavior focused on hoarding and accumulating materialistic items. This path leads to a prideful life, as no matter what we make and buy, it is never enough. The shiny toy is no longer shiny in a few short days. True contentment comes from serving, not selling.

"No one can serve two masters. Either he will hate the one and love the other, or he will be devoted to the one and despise the other. You cannot serve both God and money" (Matt. 6:24).

Moral Compass Selling requires an unwavering focus on the customer and allowing God to handle the financial and personal rewards. He owns them anyway and can take it all at any time. Tithe and share as often as possible, and work on behalf of others. Your success will be immediate and natural, as it is what we were born to do.

In Mark 12:28–31, Jesus is asked which of the Commandments is most important. Jesus answered, "Love the Lord your God with all of your heart and with all of your soul and with all of your mind and with all of your strength." The second commandment mentioned was "Love your neighbor as yourself."

In the same way, Moral Compass Selling suggests we look and pray for ways to serve others. It could be as simple as allowing a car to pull out in traffic ahead of you or paying for groceries for the person short of money at the checkout counter, cheerfully making up the difference without wavering. Perhaps you see someone in your community struggling to pay bills and you help in some small way, maybe just sending an anonymous grocery gift card.

Acts of service performed out of habit develop character and create an attitude shift that prioritizes others. It's easy to start, and in a short time you will notice a change in your personality and in how others perceive you. In professional sales, your new serving habits will be noticed and help you reach your career potential.

Our world has an identity crisis when it comes to sales, serving, prayer, family, and the definition of true success. Our society's broken outlook places tremendous pressure on us as we analyze and constantly redefine goals in our personal, spiritual, and business relationships.

Moral Compass Selling teaches that if we learn to sell effectively by serving, if we pivot away from focusing on winning the deal and increasing commissions, we can achieve sustainable sales success and personal happiness. The Moral Compass Selling model requires a willingness to focus on serving the customer and serving God. Life as a cheerful giver and consistently committing acts of service is the foundation of peak personal and professional performance.

“I believe you can combine biblical principles and good business practices.”

Truett Cathy, Founder of Chick-fil-A

“People will curse anyone who hoards grain,
but a blessing will come to the one who sells it.”

Proverbs 11:26

The Changing Landscape of Faith in America 

The American religious landscape is undergoing a profound transformation. According to the Pew Research Center, Christian identification has dramatically declined from 90% in the early 1990’s to just 64% in 2020, with projections suggesting Christians could become a minority by 2070. This shift is particularly pronounced among younger generation: while 80% of the oldest Americans identify as Christian, only 20% of those in their 20s do so. 

The study also showed one-third of those raised in Christianity have switched to unaffiliated or “none”, which is defined by those who don't identify with any religion. 

The 2022 Gallup Poll further illuminates this trend, revealing that belief in God has reached an all-time low. Belief has dropped from 92% in 2007 to 81% in 2020, with declines across both men and women. Despite this decline, 70% of U.S. adults still believe God hears prayers, and nearly half of us discuss faith at work within a 24-hour period. 

While “Bible thumping” and proselytizing may not be appropriate, there is a shift in attitude towards faith and spirituality in the workplace.

Faith’s Impact on Consumer Behavior 

Religion, faith, and spiritual beliefs profoundly influence consumer choices. what we buy, how we buy, why we buy, and from whom we buy. 

Faith Driven Consumer reveals that over $2 Trillion dollars are spent by faith driven consumers. 66% prefer to buy from like-minded brands, and 84% will change to brands that align with their beliefs. This loyalty rate reinforces Christian consumers are passionate and committed to their brands and products. 

The Moral Compass of Selling

Why do sales professionals hesitate to mention their faith? The answer is complex. Many of us fear alienating potential customers or believe faith is a private matter. However, the Moral Compass Selling approach offers a transformative perspective: faith can be integrated into sales without compromising professional relationships. 

This approach isn’t about preaching but is about serving. It’s a conscious decision to prioritize unconditional customer service, while blending professional goals with spiritual values. When done, it should create sustainable, meaningful, and long-lasting relationships. 

The Moral Compass Selling program teaches us we can combine faith with selling and be successful in business and our faith journey. The pivot from a sales focus to a serving focus, based upon Christian values, can be accomplished without compromising employer goals or disrupting customer relationships. It does not offend or alienate and simply requires a bold and conscious decision to unconditionally serve customers.

Imagine if you were to die, and as you rise to the light, you notice two lines of people. One is the line to heaven, and the other leads to darkness. Both lines are long. You’re in the line leading to heaven. In that other line, you recognize a few friends, acquaintances, and customers. They see you and ask, “Why didn’t you tell us about God and what it meant to trust God? We were unaware we had to believe with all our heart, mind, and soul. Why did you keep it to yourself? You could have shared your testimony, as all of us were searching for peace, contentment, and everlasting life.”

The reality is that most of us choose not to mention our faith, yet someone introduced us to Christ, and thankfully, their boldness saved us. 

Can we be successful in sales and glorify God at the same time? Does talking about our faith with customers hurt our ability to be effective sales professionals? Will our faith be a hindrance—or will it be a form of currency or margin? Can it bring us peace and contentment in all we do? 

A Personal Awakening

I experienced this awakening while redesigning my company’s website. As I edited my bio, I felt a clear spiritual nudge: “Will you tell them about me?” This moment of vulnerability led me to include my Christian faith in our company’s narrative. 

The results were unexpected and somewhat amazing. Shortly after, I recruited a key sales professional - who turned out to be a Christian - who had noticed my faith-centered bio. This individual had been a competitor and skeptical adversary, who is now one of our top field sales reps. It was a reminder of how authenticity can create unexpected connections. 

It is clear message that I need to include our Christian faith as part of the Acuity Medical story. The Holy Spirit moved me to share my beliefs with everyone who visited our website, and our business continues to recruit and hire like-minded professionals. 

Faith Driven Success: Corporate Examples 

Every day I put faith and serving ahead of profits, and thankfully, many other much larger and bolder corporate leaders do the same. Spiritual CEOs are transforming businesses and leading based upon values, community service, faith, and moral choices. Integrity and giving are the new intangibles measuring corporate success.

Many corporations sponsor employee-based religious networks or have company-funded charities. They acknowledge a balance between work, ethics, faith, spirit, and fellowship are key components of a successful corporate business model. Many of today’s corporations sponsor in-house meditation, prayer, yoga, and forgiveness training.

Let’s take a closer look at several companies that demonstrate faith and business success or not mutually exclusive: 

Chick-fil-A was founded in 1946 and is the most popular fast-food restaurant in the country. The company is known for its generosity and a business model that puts God ahead of profits. CEO Dan Cathy demonstrates this by closing on Sundays although experts estimate the company loses 20 percent or more of weekly receipts. Despite forfeiting profits, their stores generate the highest revenue per location in the industry.

The company reported revenue of $21.6 billion in 2023, a 14.7% increase over 2022, and 43% above 2021 revenue. 

Despite this growth, the initial franchise fee for a Chick-fil-A location is still only $10,000. 

How hard is it to buy a Chick-fil-A operator franchise? The chance of being selected as the owner is about 0.003%.

Chik-fil-A now has more than 3000 locations between franchised, owner operated, and licensed restaurants. They are the #1 chicken provider and one of the top fast-food chains in the world. 

Chick-fil-A aggressively supports faith-based organizations, such as Focus on Family and the Fellowship of Christian Athletes. They encourage operators to develop outreach programs with churches, and many locations host Bible studies that includes free breakfast.

Chick-fil-A is a successful Christian corporation, that are bold in serving all customers as brothers and sisters in God’s name.

Boldness in Branding

In-n-Out Burger restaurants are known for cleanliness, great customer service, fresh great tasting fast-food, long lines, and overflowing parking lots. You would be hard pressed to find anyone who dislikes their food or their business.

Biblical scripture verses are a big part of their brand and marketing communications. On French fries, patrons will find Proverbs 24:16: “For though a righteous man falls seven times, he rises again, but the wicked are brought down by calamity.” Proverbs 3:5 is printed on their milkshake cups: “Trust in the Lord with all your heart and lean not on your own understanding.” Water cups have John 14:6 on them: “Jesus said unto him, I am the way, the truth, and the life: no man cometh unto the Father, but by me.”

Richard Snyder, the founder’s son, introduced Scripture to their packaging to express his faith commitment and introduce others to God’s word. Snyder died in 1993, but his initiative continues. The current president is third generation family member Lynsi Torres (Snyder), who was once the youngest female billionaire in the United States. She is also very passionate about her faith, and she founded the non-profit organization Healing Hearts and Nations, which is affiliated with Successful Christian Living.

Forever 21 began making trendy and inexpensive clothes for the younger generation in 1984 out of a 900-square foot store in Highland Park, California. The company grew to 600 stores worldwide and at one time was the fifth largest specialty retailer in the United States.

Every one of their trademark yellow bags has John 3:16 on the bottom. Despite marketing and maintaining a culture of “hipness”, their born-again Christian founders have never strayed from sharing their faith. 

In 2019, they filed for bankruptcy protection but remain in business today with their favorite scripture verse on the bottom of the bag. 

Tyson Foods is the world’s largest chicken producer, and they launched the Tyson Center for Faith and Spirituality in the Workplace at the University of Arkansas. They employ 99,000 people in the United States. Tyson Foods has outperformed their competitors by a wide margin over the last several years. 

Hobby Lobby promotes the business is built on faith and biblical beliefs. The mission statement of this 48 state and 1000-store chain is, “We believe that it is by God’s grace and provision that Hobby Lobby has endured.” The company, which is also closed on Sunday, is known for its high hourly pay rate as compared to peer businesses. The company employs 46,000 and had revenues of $7.9 billion in 2023, making it one of the largest privately held companies in America and was listed among Forbes’ America’s Largest Private Companies.

Medtronic is a billion-dollar company medical device manufacturer, but their humble beginnings and founding principles are rarely discussed. Earl E. Bakken founded Medtronic because of God’s calling on him as a teenager to use science to benefit mankind. His focus from the beginning was on the customer and saving lives, not corporate profits.

Bakken’s holiday tradition of flying in Medtronic patients and family along with their physicians to speak to employees and share stories of recovery is legendary. Through all the tears, joy, and life-changing success stories, he remained in the background. He preferred to allow the spirit of sharing and faith to move throughout his company. Over the years, holiday parties featured the Medtronic choir singing, the Medtronic band playing, and employees reading Christmas stories from the Bible.

In his book, One Man’s Full Life, Bakken states, “In good times and in bad, I should add, I was sustained by my faith in God and my association with my church. I always tried to be an active member of the First Lutheran Church, teaching Sunday school serving for a while as president of the congregation.”

As the business grew, meditation rooms were included in multiple facilities and dedicated to their early employees.

In 2024, Medtronic revenue was $32 billion.

Interstate Batteries has been named as a National Top 150 Workplaces and is another successful Christian business. Based in Dallas, Texas, their purpose statement: “To glorify God and enrich lives as we deliver the most trustworthy source of power to the world – now, and for generations to come.”

I am not implying faith-based companies succeed or stay in business because of their Christian faith. While writing this book, I read the Family Christian Bookstore company was shutting the doors of all its 240 stores. Sad, but the reality of the difficulty in running a profitable business isn’t protected by a Christian. 

Practical Integration: The Moral Compass Approach

Integrating faith doesn’t require grand gestures. Simple, genuine approaches such as casually mentioning church involvement when asked about weekend plans can lead to an awakening within the relationship. An innocent comment can lead to a long conversation about mutual interest in faith and Christianity. There is no downside. 

Listening to spiritual clues during customer conversations is another way to uncover faith within the business development relationship. The customer might be the bold one. 

Prioritizing service over sales models giving behavior and leads to others assuming you are guided by faith and biblical principles.

Praying for guidance and strength, not specific outcomes.

The Underlying Truth

Whether mentioned or not, faith permeates our professional lives. Almost 90% of Americans believe in God, and half discuss faith at work. The question isn’t whether faith belongs in business, but how we can authentically express it. 

Values conscious customers buy from those who share their vision and causes. Brands embodying positive values attract them and generate enough emotion to impact from whom they buy. Conversely, they don’t like to support corporate raiders or companies that chase profits at the expense of social causes. They care about giving and want to support like-minded companies.

Moral Compass Selling suggest we can create our own economic opportunities by trusting in God, putting customers first, and actively seeking ways to serve. 

In the end, our faith transforms workplaces from mere money-making environments to platforms of genuine human connection and purpose. 

Remember: God is everywhere, including boardrooms and business meetings. We just need the courage to acknowledge His presence. 

“Do nothing out of selfish ambition or vain conceit.
Rather, in humility value others above yourself.”

Philippians 2:3

“So the last will be first, and the first will be last.”

Mathew 20:16

THE TRAP OF SELF IMPORTANCE

In the world of sales and human interaction, we often fall into the trap of believing we are the most fascinating person in the room. We speak, expecting others to be captivated, impressed, and hanging on to our every word. 

A PARADIGN SHIFT: FROM SELF TO SERVICE

The core principle of this approach is simple yet profound: making others feel significant while setting aside our own ego. Success comes not from talking, but from listening. Not from impressing, but from understanding.

Talking about self-expression and sharing experiences is important, but actively listening demonstrates a caring attitude. This fosters a strong relationship and demonstrates a servant mentality. 

We strive to make others big while becoming small to others. To achieve prolonged success, we need to value customers and others more than ourselves. 

THE CHALLENGE OF PRIDE

Pride is perhaps the most insidious barrier to genuine connection and communication. It manifests itself in many ways:

Constant self-comparison doesn’t reflect gratitude, and the more frequently it is expressed, the worse others feel, and we feel about ourselves. 

Diminishing others to elevate ourselves harms relationships and reflects insecurity. It can be toxic and cause pain to the party being put down and reflect insecurity to those who hear these words. For example, criticizing a competitor while building up your product or service is not a good way to develop trust and respect. 

Measuring success only by external and superficial scoreboards is pride driven. The win should be based upon the level of service and giving provided. Orders, income, and status all feed our ego, but if they are wrapped around an attitude of gratitude and service, then pride has difficulty rising. 

C.S Lewis captured this brilliantly: “A proud man is always looking down at things and people; and of course, as long as you are looking down, you can’t see anything above you.”

THE SALES TRANSFORMATION

In sales, we’re wired and programmed to compete at all costs, and finish number one. The focus is on personal achievement and prioritizing closing deals over serving people. 

We’re taught to sacrifice others to reach the top of our profession. At times, our company demands this attitude, and celebrates when achieved, regardless of the carnage left behind. This mindset is egotistical, selfish, and prideful.

It is seen every day in athletic events, as boasting, trash talking, showboating, and a general lack of humility is the norm. Unfortunately, these actions are modeled to others, including children who integrate similar mannerisms into their personality. 

Moral Compass Selling inverts this paradigm. It is about genuine listening, empathetic understanding, and serving over selling. 

PRACTICAL STEPS TO VALUE OTHERS

Moral Compass Selling has validated that true sales and personal success comes to those who serve. Servants are beacons of light to those facing darkness, and a blessing to those they serve. 

Listening actively is achieved by asking questions and truly hearing the answers. It needs to be practiced in becoming habitual – and then it opens incredible opportunities.

Show genuine interest and remember to recall and mention even the smallest details. People will notice and connect with you. 

Remove any comparison and appreciate each person’s unique journey and gifts. We don’t know what others are facing or dealing with.

Practice humility and recognize limitations. No one is an expert at everything, so learn and appreciate the experience and knowledge of others. 

Serve unconditionally all the time, as it uncovers endless opportunities, and we become more relevant when serving. Others will enjoy being around us more. 

THE SPIRITUAL DIMENSION

God doesn’t maintain a worldly scoreboard. Our ultimate measure is not professional success, but how we treat and value others. Each interaction is an opportunity to demonstrate love, compassion, and genuine care. Agreement seems logical and natural when serving others with a faith-driven heart.

Since we are born to serve, it is logical that we be good at it. This is true if it is authentic and without the motive of reciprocity. God has gifted us with this talent, and we bring joy to Him genuine acts of service and gratitude are presented. 

BEYOND BUSINESS: A LIFE PHILOSOPHY

Valuing others is more than a sales strategy – it is a life approach. It transforms professional relationships, personal interactions, and self-perception. 

Customers will notice a change and see us differently in their lens of quotes, orders, and business. A pride-filled heart will do the opposite, with them pushing you aside, with no chance for redemption or second opportunity.

Personal interactions will immediately improve. A simple smile and nod when conversing will build friendships quickly and effectively. Others will notice and gravitate towards you. 

Self-perception and the image of how you believe others see you will be elevated. As will your self-confidence and self-concept. 

THE POWER OF REACHING OUT

How to begin valuing others?

Sometimes, a simple gesture can change everything. A phone call, a note, a moment of genuine connection can lift someone from loneliness to hope. The impact of reaching out may be life-changing to those you value. Don’t underestimate the power of connecting with others. 

Look up, not down at others. Simply remove pride by demonstrating empathy and compassion. 

Model your faith in all you do. Speaking about believing, but not reflecting these values in actions, leads to an empty heart and sad life. 

As parents, professionals, and human beings, we leave a lasting impact through how we treat others. Our legacy is not in our achievements, but in the lives we touch and how much we lift others up. 

A CALL TO ACTION

Pray for opportunities to serve. 

Look for moments to make others feel valued. 

Remove pride and ask God to open your eyes and allow you to recognize opportunities to serve and value others. 

Serve with genuine love. 

Remember: In valuing others, we ultimately find our truest, most meaningful success. 

“Make every day a masterpiece.”

John Wooden

“Like vinegar to the teeth and smoke to the eyes,
so the slacker is to the one who sends him on an errand.”

Proverbs 10:26

God has bestowed upon each of us unique talents and skills beyond measure. These gifts are temporary – their duration known only to Him, whether forty years or four hours. We are called upon to honor God by becoming wise stewards of these talents, by developing an unwavering work ethic that transforms potential into purpose. 

Throughout three decades of observing sales professionals, one truth stands paramount: consistent, dedicated effort invariably leads to success. The single most critical factor in sales is relentless engagement – making calls, serving customers, and persistently investing your talents in meaningful connections. 

Sales professionals wield an extraordinary power: the power of choice. We can deliberately craft our professional journey by combining relentless work ethic with an intentional attitude of success. Each day presents a canvas – we can paint it with optimism, resilience, and purpose, or we can surrender to negativity, doubt, and defeat. 

In life, and in sales, we have the power to make things happen, watch things happen, or sit back and wonder what happened.

In the unforgiving landscape of survival, nature offers a profound metaphor: Each morning, the gazelle runs to live, while the line lion runs to eat. Their survival depends not on birthright, but on relentless movement. In sales, as in the wild, success belongs to those who rise early, run hard, and never stop moving forward. 

Top performers never stop running and need no additional incentive other than inner drive and personal accountability. No micromanagement or downward pressure is needed. They wake up with an absolute belief that the day will be positive and productive. 

Obstacles, rejection, and unforeseen developments are merely temporary bumps in the narrow road of serving, giving, and gratitude. Motivation comes from deep within.

Developing a strong work ethic requires believing customers want to be approached and communicate with you. Recognize every prospect loves to buy, but few like to be sold. 

Think of instances when you were served by an unprofessional and selfish salesperson. 

How did you feel about the transaction? Think of satisfying personal purchases you’ve made and how good you felt when working with a highly skilled sales professional.

“Let nothing disturb you, let nothing frighten you. Everything passes except God; God alone is sufficient.” Mother Theresa

John Wooden was an amazing coach, mentor, father, husband, and Christian. Coach Wooden felt recruiting players with inner drive was the key to creating a great basketball team. He could develop successful players if they were driven to succeed. For him, talent alone was not enough to develop a winning team. 

Moral Compass Selling agrees with Coach Wooden - inner drive is required to be a consistent high sales achiever. While selling skills and product knowledge can be taught, it is much harder to develop inner drive. It is difficult to measure but is seen in the little things if one watches closely. 

In basketball, it’s a player getting on the floor, diving for loose balls even when the outcome of the game is decided. It is encouraging a teammate after a big mistake. Inner drive is the desire to succeed regardless of personal sacrifice, obstacles, challenges, and setbacks.

Inner drive pushes you out the door early in the morning on a cold winter day. It is seen as the tool that motivates you to stay in the field for those extra sales calls late in the day. Being driven will push you to increase your understanding of products, trends, and competition. It provides the foundation to maximize the gifts given to you by God.

Talent, good looks, or charm, are not enough. The high sales achiever must be willing to compete every day, all day. 

Selling is not an easy profession. It requires a passion for managing a territory and accounts, while developing and maintaining a pipeline of business sufficient to fuel growth, all while submitting timely quotes, orders, reports, and more. 

The successful sales professional also recognizes the value of failure. The process of failing or falling short of our goals gives us the experience to learn and grow. Failure develops perseverance, intelligence, preparation, and optimism.

Failure comes even when working hard. Our minds must be programmed to make call after call. Dreaming or waiting for the perfect moment isn’t enough. Remember, it’s what you do when no one is looking is what matters. 

The old Irish proverb says, “You never plow a field by turning it over in your mind.”

Then there’s this truism: “Ambitious C Students Rule the World. 

"Being successful in sales does not require being an academic wonder or the brightest mind,

Former President George W. Bush stated at his commencement address at Southern Methodist University: “To those of you who are graduating this afternoon with high honors, awards, and distinctions, I say ‘Well done.’ And I like to tell the ‘C’ students: You too can be president.”

Several presidents or vice presidents were mediocre yet ambitious students, including John F. Kennedy, George H.W. Bush, Lyndon B. Johnson, and Joe Biden. Steve Jobs never finished college. Neither did Mark Zuckerberg or Bill Gates. Richard Branson dropped out of school at the age of fifteen. 

Without a doubt, the shared trait these men possessed was their ambition and inner drive. 

Sales professionals cannot be successful without passion, ambition, and the desire to work hard. Being smarter than everyone else is not required or enough. No disrespect to the expensive sales training seminars, but success happens if you keep showing up and making sales calls and serving during the process. 

Ambitious sales professionals without natural ability are more successful than lazy, polished sales professionals

How many sales calls are enough? If you are wondering if you work hard enough, chances are you don’t. I am not suggesting you compromise personal or family life by working 80 hours a week or focusing only on work. 

While planning is the foundation, the process of prospecting and presenting is where natural separation occurs between the excellent and average performer. 

My personal strategy is to have one or two set appointments in the morning and the same for the afternoon. I often start the day with a warm call, where acceptance is certain. This type of call makes us smile and appreciate life. 

Then I backfill with cold calls and phone prospecting between face-to-face meetings and follow up. This provides a nice balance between new and existing business opportunities. It provides direction and keeps the day moving and the pipeline strong.

By starting the day off with a positive call or warm client, the ability to recalibrate after a difficult call is easier. This strategy develops a positive outlook and enthusiasm. 

I also pray every morning and try to perform some small act of service or give. It could be as simple as waving and smiling at a stranger, or as big as stopping at a shelter or church and donating. Big or small, giving impacts our outlook and provides strength for the day.

“The point is this: whoever sows sparingly will also reap sparingly, and whoever sows bountifully will also reap bountifully” (2 Cor. 9:6).

FAITH WORK SECTION

Moral Compass Selling transcends transactional relations, creating a holistic journey of service that interweaves sales, spiritual integrity, and genuine human connection. Our internal landscape – our thoughts, intentions, and actions, must align in perfect harmony. 

Disconnection from giving breeds hypocrisy: authentic acts of service emerge when our spiritual core reflects our professional conduct. Actions, attitude, and words 

align, and the faith-driven career and personal life unite to elevate others and create enduring relationships. 

One without the other means neither. Kind actions coupled with unkind thoughts are dictated by self-glory and pride. Matthew 5:14 says, “You are the light of the world. A town built on a hill cannot be hidden.”

We must shine our spiritual light like all of God’s disciples who were weak. As you and I are weak. We must have a relentless faith-filled work ethic and keep showing up in front of God every day.

Begin your day in prayer and give thanks to God. A daily devotion will spark your heart as you honor our maker. Find a quiet place and develop a routine to converse with God early in the day. The habit of reading scripture will build up hope, and a thirst for more. 

Coach Wooden frequently stated, “make every day a masterpiece.”

While a perfect day is not possible, the quote reminds us to focus on God, family, work, and acts of service. It reminds us how blessed we are to be alive.

“This is the day the Lord Has Made, let us Rejoice and Give Thanks” (Psa. 118-24).

Colossians 3:23 says, “Whatever you do, work heartily, as for the Lord and not for men.”

No profession delivers gratification and is more evidence-based than a career in sales. Working hard is not only what is right but also pleasing God.

Remember your excitement on the first day of a new job? You worked hard, focused on serving, and felt amazing. What has happened since then? Will you resist profanity and temptation when it surrounds you? Do you regularly attend church? Are you around faith mentors and like-minded believers?

How do you act and think when nobody is watching? Are your social media posts consistent with your faith? 

Let’s be ambitious, passionate, hard-working, and Godly in our professional life. 

Lastly, build others up, while “plowing the fields”, and utilizing the talents God has provided you, all to honor Him.

“There is profit in all hard work, but endless talk leads only to poverty” (Prov.15:23).